Free newspaper launches in Aberdeen

August 9, 2011 by  

A new free tabloid newspaper launched in Aberdeen recently, capitalising on the trend for ‘freemium’ print titles.

The piece is called CityLife and is produced by Aberdeen-based media company NER Media. CityLife’s first edition launched on 24th July and ran to 10,000 copies produced using full colour printing. Aberdeen’s culture and entertainment were focal points of the tabloid, with a significant amount of the paper’s content being advertorial or print advertising.

The ‘freemium’ newspaper model has become the latest way of regenerating the somewhat flagging print media industry, by creating content that is entertaining and engaging, but that also feature a significant slant towards advertising a particular product. The concept runs through national magazines and newspapers such as Stylist and Shortlist magazine, so it was only a matter of time before regional variations began to appear.

Paigham Mustafa, CityLife’s executive editor, recently told The Drum magazine:

“All our research indicates that there is a definitive niche market in Europe’s oil capital for a free lifestyle weekly newspaper majoring on entertainment and culture. We have had an excellent initial response from advertisers.”

This new faith in print advertising is good news for local businesses in Aberdeen. It shows a real appetite for printed material and any business within the entertainment or cultural industries that are already producing their own advertising using local print shops in Aberdeen could benefit from taking out advertising as an advertorial in CityLife.

CityLife is set to be published weekly and distributed throughout the city.